Advertising Analytics for Paid Search connecting clicks, cost, conversions, & classifications

WHAT IS IT?

The other half of the profit equation

Import search engine impressions, clicks, cost, position, and quality scores. Tie these traffic and spend metrics to site-side engagement and real-time conversions in Adobe Analytics. Know the exact efficiency of your advertising investment at any granularity with simple drag/drop workflows.

The transparent path to action

These actionable signals are shown in the context of fully automated classifications. Drill down through all the dimensions in your account structure to move beyond vague channel averages. Take advantage of the transparency at every step of the hierarchy. Get as granular as you like with the new reports for account, campaign, group, ad, keyword, and match type. Trace opportunities back to the specific setting that needs adjustment to turn unique insight into performance lift.

The simplest setup you have ever experienced

All of this is available with no additional implementation work by the client. Merely activate native integrations in the Adobe Experience Cloud to connect your login credentials from Google AdWords, Bing Ads, Yahoo Gemini, Yahoo Japan, Yandex, or Baidu with Adobe Analytics. Adobe will then apply its tracking codes to the tracking templates in your destination URLs so you can get even more value out of the tags and pixels already on your site. No site code changes required.

EXECUTIVE BENEFITS

Integrated

Identify the audiences driving performance and share those Adobe Analytics segments in a single click with Adobe Target for personalization, Adobe Campaign for messaging, Adobe Audience Manager for lookalikes, and Adobe Media Optimizer for reach

Consistent

Break down silos between analytics teams, internal advertisers, and external agencies by coming together around a single source of truth with a unified definition of conversions, deduplicated perspective on attribution, and a reliable definition of audiences

Safe

Control access permission details by any metric, dimension, or even filtered values of a report so analysts, advertisers, and agencies only see the campaigns they work on and they metrics that are relevant to them

ANALYST BENEFITS

Intuitive

Work in the familiar Adobe Marketing Cloud interface that you already use to take advantage of the fast and simple workflows of drag and drop Analysis Workspaces

Complete

Maintain total keyword transparency instead of 90% "keyword unavailable" from search encryption

Pivotable

Fully subrelate any advertising report with any visitor profile, product category, or site section by simply dragging any dimension onto any other row in Analysis Workspaces

ADVERTISER BENEFITS

Real Time

In the war room for your next essential promotion or holiday, compare year over year traffic and conversions that are minutes instead of days old to ensure you are on track

Traceable

Establish the familiar context of account, campaign, group, and keyword instead of settling for the defaults of aggregated channel averages or unintelligible raw tracking codes

Actionable

Change the emphasis in your call to action, value proposition, cross-sell merchandizing, and landing page alignment by improving relevancy between what was shown in the ad vs. what visitors actually engaged with on the site

USE CASES

EXAMPLES

DEMO

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